The International beauty community, both industry veterans, and consumers has been fascinated by Korean beauty for several years now. But why the fascination? What makes it different from the cosmetics we can already get in stores? Read on to find out!

It's no secret that we've all experienced the disappointment of a beauty product that over-promises and under-delivers. This familiar let-down is far less common with Korean beauty products, due to the ingredient-focused, nature-inspired formulas they feature.

As people around the world are now discovering, K-Beauty's cutting-edge formulas and affordable pricing are just some of the reasons to love K-beauty. But the area in which it really stands out and the reason we love it so much? IT WORKS.

Koreans spend more on cosmetics than any other population in the world, and it shows - both in the quality of their skin and in the innovation this demand for excellent beauty products has created. While the average Korean woman is not obsessed with finding the perfect all-in-one product, they are insistent on excellent quality, innovative formulations, and having a diverse group of cosmetics to choose from. This demand has resulted in K-beauty being a decade ahead of the global beauty industry. Sheet masks, BB creams, essences and bubble masks - all of these originated in Korea. From clever packaging to new exciting formulas, the sky is the limit for what the Korean beauty industry will come up with next!

K-beauty revolves around a "skin first" philosophy, the concept being that you make sure your canvas for makeup is as close to flawless as possible so that makeup applies and wears beautifully without necessarily needing to hide anything. The idea here is that you have radiant, healthy skin for a lifetime, rather than only looking good in the moment. We all know that this flawless skin doesn't happen overnight. This is why iME's focus is on creating effective formulations and using high-powered ingredients, instead of a one-size-fits-all approach.

These are just a few of the many reasons to love K-beauty. If you have any questions, we'd love to chat! Email us at or message us on Instagram!